UPSI Digital Repository (UDRep)
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UPSI Digital Repository (UDRep)
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| Abstract : Perpustakaan Tuanku Bainun |
| Grounded in the Stimulus-Organism-Response (SOR) model, this study aimed to determine the effect of Co-creation Experience (CCE) dimension [i.e., Co-creation Behavior (CCB) and Experiencescape (EXP)] on Post-trip Perceptions (PP) dimension [i.e., Memorability (MEM) and Satisfaction (SAT)], the effect of CCE and PP dimensions on Homestay Revisit Intention (HRI) and the mediating role of PP dimension in the effect of CCE dimension on HRI. This study was conducted in Henan Province, China. The sample for this study consisted of 433 homestay tourists, who were selected using a cluster sampling technique. Data were collected using a questionnaire as an instrument and analyzed using Structural Equation Modeling (SEM). The findings showed that CCB (_=0.705, p < 0.001) and EXP (_=0.183, p < 0.001) have a significant positive effect on MEM. The findings also revealed the significant positive effect of CCB (_=0.243, p < 0.001) and EXP (_=0.620, p < 0.001) on SAT. Furthermore, CCB (_ = 0.243, p < 0.001), MEM (_ = 0.34, p < 0.001), and SAT (_ = 0.332, p < 0.001) significantly and positively affect HRI, but not EXP (p=0.128). Moreover, the findings highlighted that MEM and SAT act as significant mediators in the effect of CCB and EXP on HRI. In conclusion, the findings provide strong empirical support for the effect of CCE and PP dimensions on HRI, and highlight the mediating role of PP dimension. In implication, to strengthen tourists' revisit intentions to homestays, the findings suggest that homestay operators and stakeholders should focus on enhancing co-creation experiences through meaningful interactions and fostering positive post-trip perceptions. |
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